A successful advertising text is always a maximum of useful information with a minimum of words. As rightly noted, it is easier to compose ten sonnets than one effective advertising message. In any advertising text, a "shock" advertising line is important, a catchy phrase that in a concise form conveys the essence of the advertising proposal. A slogan often becomes such a phrase. It is a powerful advertising medium. The best examples of slogans are registered as a trademark. How to learn to compose, compose a slogan?
Instructions
Step 1
The slogan is rightly called an advertising slogan (from the ancient French "battle cry"). This is a motto, a call, a short figurative expression, an aphoristically expressed thought. The slogan brings advertising to life. It is believed that 4-5 times more people notice this verbal ad figure than read the entire ad. Creating a new slogan is a creative business.
Step 2
Before composing a slogan, choosing, creatively reworking and critically rethinking well-known and well-established phrases, understand the basic requirements for an advertising slogan. The slogan should be: - short and interesting;
- reliable and understandable;
- dynamic and recognizable;
- compatible with the purpose of the advertising campaign. It should contain a thought on the topic of advertising (remember the old: “Nowhere except in Mosselprom”).
Step 3
A good slogan cannot be written unless the subject of the advertisement has been thoroughly studied. Study and research in detail the issues related to:
- uniqueness, advantages of the product (service);
- the vision of the product by the advertising customer;
- target audience;
- the expected area of use of the slogan (broad, multidimensional advertising campaign, one-time promotion, linking to a specific type of media).
Step 4
To create an effective slogan, it is important to search for an advertising idea, a meaningful image. Many textualists in this work are helped by the creation of the so-called structure of the associative field - the fixation of concepts, constants associated with the object of advertising. These can be: the principle of action of the selected object, the method of its application, the subject of influence, material, shape, color, etc. It is important to create an active vocabulary: the selection of synonyms, antonyms for potentially significant words - advertising units of the slogan.
Step 5
It must be remembered that a slogan is a phrase that is perceived instantly and is remembered without effort. It can be both constant and changing. A famous example is the slogan of the Coca-Cola company. In 1886 it was "Drink Coca-Cola", in 1976 - "Coca adds life", later - "Drink a legend".
Step 6
In the specialized literature, you will find many recommendations on possible algorithms for creating slogans. Here are some examples: 1. Play on words. The slogan of the mineral water "Holy Spring" - "The key to prosperity". The word key is used in the meaning of "water source" and "a tool for achieving the goal." 2. Words-nesting dolls. The slogan of the stationery company "Focus" - "Focus attention".3. Paraphrase (replacement of a word in a phraseological unit with a consonant): "Free-Volvo".4. Defraseologization (creation of a context in which an expression acquires a new meaning). The slogan for the "Moment" glue is "Appreciate the Moment!" 5. Lexical symmetry: "Decent magazine about decent cars."
